"ARM Worldwide has displayed a remarkable capacity for strategic transformation"

In this exclusive interview, we sit down with Manas Gulati, Co-founder and CEO of #ARM Worldwide, a digital marketing powerhouse that has witnessed exponential growth over the past decade. Gulati delves into the key milestones that have fueled #ARM’s success and explore how the company has consistently adapted and evolved its strategies to stay ahead in the ever-changing digital landscape. He also shares insights into the company’s commitment to fostering a culture of innovation, its vision for the future, and the impact of technology on client interactions in a remote-work era. Additionally, we learn about #ARM’s notable initiatives in sustainability and social responsibility, showcasing its dedication to making a positive impact on society and the environment. Excerpts:

Could you share some key milestones that have contributed to ARM's exponential growth over the past decade?

Reflecting on our decade-long journey, we feel proud to see #ARM Worldwide making significant strides in the digital industry. We have embraced a business-centric approach that positions us as a consulting firm and communication partner that unravels modern business and its marketing dynamics. Recognising that effective marketing demands a multifaceted solution, we have categorised our 6 services into three distinct pillars: Content, Convergence, and Conversion. Our Content division spans diverse formats ranging from social media to long-form narratives. We ensure to swiftly embrace emerging content trends so that our clients' messages resonate authentically with their intended audiences. The Conversion facet, powered by the content we craft, involves strategic media planning & buying and SEO. Meanwhile, our Convergence unit ingeniously blends these services with cutting-edge technologies, encapsulating the holistic marketing experience. All services under these 3 pillars function in sync with each other, contributing to our exponential growth.

Beginning our journey in 2013, we swiftly secured esteemed retainer clients such as Bajaj and Gionee within a span of two years. By 2016, we had built a robust team of 80 who helped #ARM execute impactful campaigns for Indian brands. The subsequent year, we witnessed the inauguration of our Mumbai office, paralleled by the prestigious receipt of an international accolade for our exceptional endeavours. The year 2018 marked another milestone as we successfully expanded operations into Singapore. Remaining aligned with the changing industry tides, we introduced a dedicated E-commerce division - armCommerce in 2021. These milestones are a compelling testament to our journey of rapid expansion, global acclaim, and an unyielding commitment to innovation.

Undoubtedly, #ARM equally owes its growth to the team of seasoned leaders who skillfully steer each team towards success. Thanks to all that we've learned and achieved in the last ten years, we are still very focused on coming up with new ideas, putting our clients at the centre of what we do, and always trying to get better as we prepare ourselves for the ever-evolving industry.

ARM Worldwide has shown a commitment to embracing new frontiers and challenging conventional ways. Can you highlight some instances where ARM has taken bold steps in pioneering new approaches in the marketing and communication industry?

#ARM Worldwide excels in crafting effective communication strategies. To achieve this, we commence our engagement by immersing ourselves in the essence of the client’s brand, delving deep to find the best strategy that can align with their requirements.

In our pursuit to challenge the established marketing paradigms, we have divided our research methodology into 3 phases: exhaustive scrutiny of the brand's market positioning, a comprehensive analysis of competitors, and a data study to get an idea of targeted audiences. With these research methods, we are able to customise the messages while establishing a resonant connection between our clients and their intended audiences.

Our collaboration with Bajaj Finserv, a prominent client, is an illustrative instance of our innovative approach. In response to the challenge posed by linguistic diversity, we undertook a strategic initiative to enable widespread accessibility to their "EMI Hai Na Campaign," fostering a sense of inclusivity and unity across India. Rigorous market research culminated in a multi-tier mass media campaign thoughtfully engineered to encompass diverse demographic segments. Furthermore, our team utilised the popularity of short-video platforms in tier-2 areas, platforms like Moj, Josh, etc., to spread awareness about the EMI. Radio marketing was utilised to reach a wide-ranging audience, leaving a lasting impact. Videos and static creatives were also strategically shared across prominent social media platforms like Instagram, Facebook, and Twitter to ensure extensive campaign outreach. Making the right use of all services under our three primary pillars, our efforts ensured both awareness and engagement, leading to desired business results.

The digital landscape and technology have rapidly evolved over the years. How has ARM adapted and evolved its strategies to stay ahead in this dynamic environment?

#ARM Worldwide has displayed a remarkable capacity for strategic transformation, consistently aligning its approaches to the ever-changing requirements. To maintain a competitive edge, we actively seek to remain apprised of emerging tools and technologies in the market. By harnessing these innovations, we acquire firsthand insights that greatly enhance our strategic planning endeavours.

Central to our operations is the establishment of a robust automated client journey facilitated by an array of tools and platforms such as SAP. To optimise communication, focus, and organisational efficiency, we use a business productivity app, which is singularly used by clients as well as our internal teams. Additionally, the integration of the HRMS tool simplifies various time-intensive tasks, including leave tracking and timesheet management. These tools prove particularly invaluable within our hybrid operational model, post the COVID pandemic, as it effectively facilitates the management of both remote and in-office teams, ensuring the continuity of seamless operations.

Additionally, our strategic partnerships with industry giants like Google and Facebook afford us direct access to their beta products, enriching our operational capabilities. Moreover, we have dedicated considerable resources to enhancing three fundamental tools within our arsenal: the financial ERP tool, the financial marketing tool, and the media management tool. This strategic focus optimises our overall performance.

In your opinion, what are some of the most significant tech advancements that have impacted ARM's business model and client interactions?

With AI taking centre stage in all walks of marketing, we have been quick to adapt to the advancement by having certified professionals for each facet of our service. Recently, we also introduced a new initiative, #ARMIgnite; its first leg, which turned out to be a huge success, was a detailed immersion session centred around AI tools. This opportunity allowed every team member to actively participate in an internal competition where they demonstrated how each team currently uses AI tools and their result-oriented action plan for further leveraging this evolving technology in the future.

Such organisation-wide initiatives propel all digital marketing segments at #ARM, ranging from creative, content, media, SEO, and others, to embrace and implement cutting-edge technology and enhance performance with utmost precision. Our expertise in specialised categories and utilisation of automation facilitates the execution of the entire creative process. We are happy to be ahead of the game in terms of our ability to adapt and be agile.

Moreover, education and certifications remain central to our ethos. Our impact extends beyond marketing to the corporate sphere as we educate organisations and build their networks on the optimal marketing landscape. As strategic partners, we not only address marketing concerns but also enhance internal processes, train workforces, and drive tangible business outcomes.

The integration of cutting-edge workflow tools has brought about a transformative shift in our communication methodology, facilitating instant collaboration, swift information sharing, and effortless updates. Harnessing the power of data, AI assistant tools, and the experience of expert leaders, we aim to stay updated and transform with time, adopting new advancements that enable accurate decision-making and better business outputs.

ARM has redefined what it means to adapt, evolve, and thrive. How does the company foster a culture of innovation and continuous improvement within its teams?

At #ARM, we place a strong emphasis on education and certifications. We also have an in-house knowledge-sharing proprietary content initiative, ‘This Week in Digital’ (TWiD), through which we proactively disseminate updates about industry trends. The team members delve into the latest trends and updates around various functions. The discussions under TWiD range from recent Google updates to exemplary campaign practices.

Complementing this initiative is our podcast series with various marketers that helps us stay both aware and ahead. This platform serves as an opportunity for our departmental heads to share their expertise with their respective teams as well as fellow marketers within the industry. #ARM has always embraced the culture of knowledge-sharing across multiple mediums, including YouTube videos, podcast series, and LinkedIn.

As a leader, what is your vision for ARM Worldwide’s future, and how do you plan to maintain its growth trajectory while navigating the challenges of a competitive market?

Our vision and mission revolve around offering the best digital transformation services and delivering outstanding outcomes. Operating through our strategically positioned hubs in Delhi, Mumbai, Pune, and Bangalore, we strive to be at the forefront of the digital marketing industry. And that’s not all; our commitment extends beyond domestic boundaries as we actively seek to cultivate international affiliations, expanding our reach and forging collaborations with clients in the EMEA region. We currently manage global marketing for international brands with extreme efficiency thanks to our great work ethic and passion. Geographical boundaries are no more a bottleneck, and we have transcended past them.

Our vision is to position ourselves as a distinguished marketing firm that provides expertise, creativity, and the capacity to deliver quantifiable business results. We empower our brands by providing them with strategic counselling, insights derived from data analysis, and customisable solutions. All of these offerings converge to empower our clients in achieving their growth, customer engagement, and revenue generation objectives.

This year, #ARM proudly celebrated its 10 years in the industry. To mark our decade-long existence, we launched our new logo, #ARM ‘X’treme, signifying Xtra-ordinary Years, Xponential Growth, and Xcellent Services, which are our X ~ Factors that make us future-ready, and keep us ahead of the game. This theme encapsulates the vision of #Arm Worldwide, seeking to redefine digital marketing through innovative campaigns, strategies, creative solutions, technological advancements, and pioneering methodologies.

The past years had us focussed on transforming, learning new tools, and following and creating trends. However, this year we are embracing digital transformation, standing tall as trailblazers who aim to harness cutting-edge technologies and expert capabilities and generate superior outcomes for our client’s digital marketing needs.

With the rise of remote work and virtual interactions, how has ARM leveraged technology to connect with clients and ensure seamless communication and collaboration?

To stay in sync with the evolving needs of our business and foster authentic connections, #ARM has embraced a dynamic hybrid approach that beautifully balances virtual discussions and face-to-face meetings. Our hybrid model acknowledges the magic that happens when we gather in person for those pivotal moments while also leveraging the convenience and accessibility of virtual connectivity for day-to-day exchanges. In the pursuit of impeccable communication and optimal collaboration, we have integrated the comprehensive suite of Google tools across our services and communications.

This smart integration has supercharged our real-time interactions and streamlined information sharing, sparking a vibrant synergy among all players. And, of course, we're big believers in the power of personal touch. We thoughtfully weave in in-person meetups for those project check-ins and game-changing milestones. This well-balanced blend of virtual efficiency and the warmth of face-to-face connections keeps us functioning successfully.

ARM’s commitment to sustainability and social responsibility has been commendable. Can you share some of the initiatives that ARM has undertaken to make a positive impact on society and the environment?

Rooted in values of unwavering commitment, humility, holistic engagement, and genuine respect for individuals, we are glad to contribute towards society through the long-lasting relationship with Yatan NGO.

The NGO is committed to enhancing the lives of underprivileged children and fostering women's empowerment around the clock. We are gratified to lend our support in a manner that aligns with our capabilities. This year, the collaboration between #ARM Worldwide and Yatan NGO during the Holi festival brought genuine joy to both our organisation and the entire employee. We took immense pleasure in welcoming Yatan NGO to our premises to infuse a spirit of Holi festivity. We also actively support sports and educational activities in villages with equipment for libraries and schools.

#ARM's commitment extends beyond societal upliftment; we equally prioritise the health and well-being of our employees. The process of learning and growing does not end just at the service level training and certifications. At #ARM, we ensure that our team members witness holistic growth and development. To achieve this and maintain a culture of learning from one another, we frequently organise events where we invite industry experts to share their valuable insights with us.

Through initiatives such as “#ARMFitness”, we motivate and encourage our teams to prioritise well-being. Recently, we had the privilege of hosting industry experts to enlighten #ARM employees on the significance of achieving a harmonious work-life balance, engaging in a Yoga session, and setting goals that cultivate a sense of optimism and drive.  By integrating programs that promote physical health, mental wellness, and work-life balance, we strive to create a holistic and positive environment that extends beyond our organisation’s boundaries.